China's Leading Parent Child Brand Ameliewang New York Fashion Week Show Chinese Elements

(New York, February 9th) the leading parent child brand AmelieWang from Shanghai, China, was the perfect official show of New York fashion week at Industria, one of the official home of New York fashion week on February 9th evening Eastern time.

More than 50 sets of traditional and modern paternity dress, harmonious coordination between Chinese and American models, snowflake fans and sugar coated gourd, these bright elements of visual elements bring many artistic integration, traditional and modern collisions and new Chinese walking fashion to New York fashion guests that night, which perfectly embodies the concept of "Keep Tradition Alive".

The theme of this season's AmelieWang is "playing East Dunhuang travel", flowers, animals, clouds, flames, geometry...

The aesthetic adornment in different regions takes root here and integrates Chinese elements with fashion.

The new product series is mainly made of Chinese children's clothing, and has made greater improvements in style. It aims to show the beauty of elements that are coexisting with tradition and fashion, and let traditional Chinese culture be better inherited from children.

"Although the theme of Dunhuang has been used by many designers, it needs to be interpreted by designers later on, and it is totally different from that of the Imperial Palace culture." Cao Zhenhai, a brand CEO, told reporters that AmelieWang did not emphasize the value of clothing through complex techniques. Instead, it expected to understand China's history and culture through the perspective of children.

"For example, we have used mineral pigments in Dunhuang to draw pictures on clothing. Through these visual senses, we can directly let children understand the earliest painting colors, such as cinnabar, red coral, hematite and so on.

AmelieWang was founded in 2008, from the year as a fabric supplier to take the brand to the Imperial Palace in Beijing to take the first step of brand development, to World Expo in 2010, to bring the Chinese cheongsam in Europe to Milan in 2015, to participate in the Beijing international fashion week in 2016, and to invite Dubai children's clothing week in 2018. AmelieWang has now entered the eleventh year of the brand.

Nowadays, brands have direct outlets in Shanghai, Beijing, Hangzhou, Xi'an, Chengdu and other more than 10 cities in China, and more direct stores are springing up like mushrooms.

Elly Shin is the CBO of the brand. She said that in the past ten years, AmelieWang has continued to maintain innovation in the field.

Although the brand targeted customers are mainly children before the age of 12, but with the higher dress requirements and quality requirements of Chinese consumers and younger generation parents for the next generation, the two word innovation has become a rigid requirement for any Chinese clothing brand.

"5-10 years ago, the Chinese children's wear market is still relatively conservative. It pursues rigor. Most of the clothes are symmetrical. The shape of the clothes is symmetrical, the shape is simple, and the dart is less used. It is a process of making clothes, which can modify the body curve, smooth lines, comfortable waist, and no tension on the back. This line will make the clothes look very textured and thin in the hands of the experienced hands, and the lines should be used in the cheongsam) or the dividing line. The fabric will be made of traditional worsted fabrics and the traditional colors and monochromatic fabrics are the main colors.

Until the import of mother and baby brands entered the country, they developed to pursue exquisite decorative details, fresh and natural, pursuit of natural fabrics, parts design and exquisite decoration, such as local embroidery, bow ties, flowers, etc., Elly told the media.

China's children's wear market has entered a period of rapid growth. In the past few years, China's children's wear market is still dominated by the middle and low end, and the demand for high-end children's clothing has not been fully released.

In 2018, the size of China's children's wear market has reached 166 billion yuan. With the release of the second child policy, the concept of children's clothing purchase has been more and more different from the 1980s to the 90s, and the parents gradually increased to 95 in recent years. This has created a huge market opportunity for the high-end children's wear brands, represented by AmelieWang, with many years of good foundation.

With the upgrading of consumption, the improvement of residents' income level and the awakening of health awareness, the market demand for high-end children's clothing will gradually be released.

AmelieWang participated in China Fashion Week in 2016 and 2017 for two consecutive years. This is the first fashion week in New York to participate in one of the four fashion week in the world.

At present, AmelieWang's brand stores can be seen everywhere in China's top new cities, which are located in the commercial circle center of these cities.

Elly said, "every month, we will receive a lot of orders from different countries and send them all over the world through UPS.

In the eyes of consumers, Chinese traditional costumes are becoming popular all over the world, and most of them come from consumers in the United States. They like the exquisite and delicate embroidery of silk.

This great show AmelieWang chose Dunhuang as the theme not only because of the world-famous Silk Road, but also because of its cultural exchange, blending, and promoting the integration of civilizations in the world, affecting the development process of global history, and the crystallization of historical art in the true sense.

"We hope that children with AmelieWang will be able to understand and love traditional Chinese culture from childhood. When they grow up, they can spread these precious Chinese culture from childhood to more places in the world," (brand Cao Zhenhai CEO).

In the evening, the director of the show was one of the stars of New York fashion week. Christina Neault and her team, Christina, had been the executive producer of IMG fashion week in New York for more than ten years. Now she is the Fashion Co ordinator of Pier 59, one of the New York fashion Thursday's main venues. At the same time, she is also the perennial cooperation show of the production China Fashion Collective.

This year, China Fashion Collective entered the fourth year of the show, launching a large-scale brand promotion campaign for Chinese leading enterprises, fashion brands and independent designers in New York fashion week in New York.